Growth Paid Marketing Leader (High Ticket Coach Certification Program)

Institute for Coaching Mastery is seeking a full-time senior marketing leader to own and scale the next chapter of growth for their flagship coaching certification program. The role involves leading the transition to a year-round evergreen revenue ecosystem, overseeing marketing strategies, and managing the marketing team to drive enrollment growth and funnel performance.

Responsibilities:

• You will own the architecture of the full customer journey from first touch to ICM enrollment
• You will own the marketing strategy behind enrollment growth, not just marketing activity
• The right candidate must be comfortable connecting marketing decisions to revenue, P&L, CPA, enrollment targets, and team capacity
• Your regular reporting will include revenue, P&L impact, dashboards, and leadership-level decision-making
• This role requires a strong copy and conversion background
• You do not need to personally write every asset (our internal AI tools and assistants will help with that), but you must be able to lead the messaging, create briefs, review copy, improve conversion
• You will oversee copy creation of: Sales pages, Landing pages, Email campaigns, Ad copy, Webinar/event scripts, Launch messaging, Offers positioning, Nurture sequences, Affiliate promo copy, Social/Podcast conversion content
• You must deeply understand paid media, CPA, funnel economics, attribution, retargeting, and platform shifts
• You may be responsible for running ads in house, or selecting, managing, and holding accountable the media buyers- depending on scale of the campaign
• You will help turn affiliates into a year-round growth channel
• This includes: Auditing current affiliate partners + student affiliate partners, Creating a strategy to attract and onboard new affiliate partners, Reactivating dormant partners, Building partner promo plans and assets
• You will lead the marketing team so that every person knows their priority, role, owner, timeline, and success metric
• You will work with existing team members across design, video, social, podcast, operations, copy, web, ads, and customer journey implementation
• You will also identify missing roles and hire them, as needed
• You will create clear leadership updates, dashboards, priorities, and decision points so the founder can stay focused on vision, teaching, content, and the work only she can do

Requirements:

• 10+ years of senior marketing/growth experience
• Proven experience scaling 7-figure or 8-figure online education, certification, coaching, creator-led, or expert-led businesses
• Deep direct response marketing experience
• Strong funnel architecture experience
• Experience transitioning a business from live-launch dependency into evergreen or hybrid evergreen growth
• Strong understanding of paid media, CPA, retargeting, attribution, and funnel economics
• Strong copywriting and CRO judgment
• Experience leading launches for high-ticket programs
• Experience building low-ticket and mid-ticket ascension paths
• Experience managing creative, copy, ads, social, email, web, and funnel implementation teams
• Strong dashboard and analytics discipline
• Ability to lead a founder-led brand with care, clarity, and emotional intelligence
• Experience in coaching, personal development, certification programs, transformational education, wellness, psychology, spirituality, or creator-led education brands
• Experience with ICF-style coaching programs or high-trust education products
• Experience with affiliate and partner-led launches
• Experience with AI-assisted content systems